Surfing, with its historic and contemporary roots in Hawaii, has become a world-wide marketing magnet. How has surfing, an activity traditionally associated with a counter culture ethos, exploded into a multinational billion dollar industry with cultural influence almost beyond measure? Surf clothing and other paraphernalia have blanketed the cultural landscape in this country and around the world. With commentaries from Steve Pezman of the Surfers Journal, Bob Mcknight, CEO of Quiksilver, Paul Naude, President of Billabong, Dave Parmenter, Mickey Munoz and many others, we discover the tensions surrounding this movement and its affect on the sport.